Who Owns Keebler?
Keebler is owned by Ferrero, the Italian confectionery group headquartered in Alba, Italy. Ferrero acquired Keebler in July 2019 as part of a $1.3 billion purchase of Kellogg's cookie, fruit snack, ice cream cone, and pie crust businesses, which also included Famous Amos, Mother's, Murray's, and Little Brownie Bakers. Godfrey Keebler founded the company in Philadelphia in 1853, and Kellogg had owned it since 2001.
Keebler Timeline
Who Owns Keebler?
- Parent Company: Ferrero
- Ownership Type: Wholly owned
- Acquisition Year: 2019
- Company Type: Publicly Traded
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Keebler | Ferrero | Wholly owned |
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History of Keebler
- Founded: 1853
- Founders: Godfrey Keebler
- Acquired by Ferrero: 2019
Godfrey Keebler, a German immigrant, opened a bakery in Philadelphia in 1853. His operation grew through consolidation: Keebler's bakery joined with other regional bakers to form the United Biscuit Company of America in 1927, which for decades competed with National Biscuit, later Nabisco.
United Biscuit adopted the Keebler name for the whole company in 1966, by which time the brand had built national distribution for its cookies and crackers. The Keebler Elves, led by Ernie the Elf, debuted in 1968 in advertising created by Leo Burnett. The elves baked cookies in the Hollow Tree, a device that gave the brand one of the most durable fantasy identities in packaged food and the tagline Uncommonly Good.
Keebler's product roster grew to include Chips Deluxe, Fudge Stripes, Sandies, E.L. Fudge, Vienna Fingers, and Club crackers, along with a direct-store-delivery network that put employees stocking shelves in stores. Kellogg bought Keebler Foods in 2001 for about $4.4 billion, chiefly to acquire that DSD system for its own snacks.
By the late 2010s Kellogg was refocusing on core snacks and cereal. It put the cookie business up for sale in late 2018, with Hostess among the reported bidders, and agreed to sell to Ferrero in April 2019. The deal closed that July. Under Ferrero, Keebler remains a mid-tier national cookie brand behind Nabisco's Oreo and Chips Ahoy.
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About Ferrero
What does Ferrero own?
Ferrero owns iconic confectionery brands including Nutella, Ferrero Rocher, Kinder, and Tic Tac, plus North American confectionery brands (Butterfinger, BabyRuth, 100 Grand), Ferrara candy brands (Brach's, Trolli), Power Crunch protein bars, WK Kellogg Co breakfast cereals (Froot Loops, Apple Jacks, Frosted Flakes, Rice Krispies, Special K), and Purely Elizabeth better-for-you breakfast foods (granola, oatmeal, cereal).
Is Ferrero publicly traded?
No, Ferrero is a privately held company owned by the Ferrero family since its founding in 1946. The company is not publicly traded on any stock exchange.
Who founded Ferrero?
Ferrero was founded in 1946 by Pietro Ferrero in Alba, Italy. Pietro was a pastry maker who created a chocolate hazelnut spread using locally abundant hazelnuts to extend limited cocoa supplies after World War II. After his death in 1949, his son Michele Ferrero expanded the business globally.
Where is Ferrero headquartered?
Ferrero maintains its corporate headquarters in Alba, Italy, where the company was founded. The holding company, Ferrero International S.A., is based in Luxembourg.
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What is Ferrero's revenue?
Ferrero reported annual revenue of approximately EUR 19.3 billion for fiscal year 2025. The company has grown consistently, with the WK Kellogg Co acquisition in July 2025 contributing to portfolio diversification.
Who is the CEO of Ferrero?
Giovanni Ferrero serves as Executive Chairman of Ferrero. He is the grandson of founder Pietro Ferrero and has led the company's strategic direction since the death of his father Michele Ferrero in 2015.
- Founded: 1946
- Headquarters: Alba, Italy
- Company Type: Publicly Traded
- Revenue: approximately €19.3 billion (FY2025)
- Employees: Approximately 46,000
Where Is Keebler Made / Based?
- Headquarters: Parsippany, New Jersey, USA
- Manufacturing / Operations: United States
Keebler Categories & Tags
Brands Owned by Ferrero
Food BeverageBaby Ruth
Owned by Ferrero
American chocolate candy bar with peanuts, caramel, and chocolate, founded in 1921 by Curtiss Candy Company and owned by Ferrero Group since January 2018.
chocolateconfectionerycandy
Food BeverageButterfinger
Owned by Ferrero
American candy bar brand known for its peanut butter and chocolate flavor, owned by Ferrero Group.
candy-barchocolatepeanut-butter
Food BeverageKellogg's Corn Flakes
Owned by Ferrero
Iconic ready-to-eat breakfast cereal invented in 1894, now owned by Ferrero through WK Kellogg Co.
breakfast-cerealready-to-eat-cerealcorn
Food BeverageCrunch
Owned by Ferrero
Milk chocolate and crisped rice bar introduced by Nestle in 1938, now produced in the United States by Ferrara Candy Company (Ferrero) and globally by Nestle.
chocolateconfectionerycandy
Food BeverageFerrero Rocher
Owned by Ferrero
Premium hazelnut chocolate brand launched in 1982 by Ferrero Group, sold in over 170 countries. Known for gold-foil wrapped praline chocolates and gifting positioning.
chocolatepremium-chocolategifting
Food BeverageFroot Loops
Owned by Ferrero
American colorful ring-shaped corn cereal with fruit-flavored sweetness, introduced in 1963 by Kellogg's. Known for its toucan mascot Toucan Sam and the "Follow your nose" advertising slogan.
breakfast-cerealkids-cerealcolored-cereal
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Keebler Ownership: Pros & Cons
Advantages
- +Ferrero's core business is exactly Keebler's category: sweet baked goods and confectionery.
- +The acquisition came with dedicated plants and a supplier network rather than just trademarks.
- +Ferrero's North American expansion keeps investment flowing into a brand Kellogg had deprioritized.
Considerations
- -Keebler competes against Oreo, one of the strongest brands in packaged food, with limited premium differentiation.
- -The brand is US-bound inside a global company, which constrains growth options.
- -Separation from the cracker brands split the old Keebler identity across two owners.
Sources & Further Reading
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Competitors to Keebler
These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.
| Brand | Parent Company | Country | Founded | Market Position | Primary Market | Gender Target |
|---|---|---|---|---|---|---|
| Nestle | United Kingdom | 1935 | Mass market | Europe | All-ages | |
| Burtons Biscuit | United Kingdom | 1960 | Mass market | United kingdom | All Genders | |
| Mars Inc | USA | 1941 | Mass market | Global | All-ages | |
| Mars Inc | USA | 1974 | Mass market | Global | All-ages | |
| Ferrero | Italy | 1921 | Mass market | United states | All-ages |
Learn More About Competitors
Food BeverageAero
Owned by Nestlé S.A.
British chocolate brand known for its distinctive aerated, bubbly texture, produced and distributed by Nestle and sold primarily in the United Kingdom, Canada, and select international markets.
chocolateconfectionerysnacks
Food BeverageJammie Dodgers
Owned by Burton's Biscuit Company
British jam-filled biscuit brand created in 1960, owned by Burton's Biscuit Company, part of the Ferrero Group since 2020.
biscuitsjam-filledcookies
Food BeverageM&M's
Owned by Mars, Incorporated
Candy-coated chocolate confections produced by Mars, Incorporated, one of the world's best-selling candy brands since 1941.
candychocolateconfectionery
Food BeverageSkittles
Owned by Mars, Incorporated
Fruit-flavored candy brand known for its colorful shell coating and "Taste the Rainbow" slogan. Owned by Mars, Incorporated.
candyconfectioneryfruit-flavored
Food BeverageBaby Ruth
Owned by Ferrero
American chocolate candy bar with peanuts, caramel, and chocolate, founded in 1921 by Curtiss Candy Company and owned by Ferrero Group since January 2018.
chocolateconfectionerycandy
Competitive Analysis
Market Positioning: Keebler competes with 5 brands in the same categories, ranging from mass market to luxury positioning.
Geographic Distribution: Competitors are headquartered across multiple regions, indicating global competition in this market segment.
Brand Heritage: Competitor brands range from established heritage brands to newer market entrants, with founding years spanning several decades.
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Independent Alternatives to Keebler
Looking for brands with different ownership structures? These similar brands are not owned by Ferrero, giving you alternative choices that support different corporate structures.
Food BeverageAero
Owned by Nestlé S.A.
British chocolate brand known for its distinctive aerated, bubbly texture, produced and distributed by Nestle and sold primarily in the United Kingdom, Canada, and select international markets.
chocolateconfectionerysnacks
Publicly Traded
Aero is owned by Nestlé S.A., a public company, a different structure than Keebler's parent.
Food BeverageAJI-NO-MOTO
Owned by Ajinomoto Co., Inc.
The original umami seasoning brand, a monosodium glutamate product launched in 1909 and owned by Japan's Ajinomoto Co., Inc.
umamimsgseasoning
Publicly Traded
AJI-NO-MOTO operates independently without a large parent corporation.
Food BeverageCadbury
Owned by Mondelez International, Inc.
British confectionery brand known for Dairy Milk chocolate, owned by Mondelez International.
chocolateconfectionerydairy-milk
Publicly Traded
Cadbury is owned by Mondelez International, Inc., a public company, a different structure than Keebler's parent.
Food BeverageDoritos
Owned by PepsiCo, Inc.
American brand of flavored tortilla chips produced by Frito-Lay, a subsidiary of PepsiCo. Over $2 billion in annual retail sales.
tortilla-chipssnackscorn-chips
Publicly Traded
Doritos is owned by PepsiCo, Inc., a public company, a different structure than Keebler's parent.
Food BeverageFrito-Lay
Owned by PepsiCo, Inc.
American snack foods division of PepsiCo, producing Lay's, Doritos, Cheetos, Tostitos, Fritos, and other snack brands.
snackscorn-chipspotato-chips
Publicly Traded
Frito-Lay is owned by PepsiCo, Inc., a public company, a different structure than Keebler's parent.
Food BeverageFritos
Owned by PepsiCo, Inc.
American corn chip brand created in 1932 by Charles Elmer Doolin, produced by Frito-Lay (PepsiCo Foods North America).
corn-chipssnacksamerican-classic
Publicly Traded
Fritos is owned by PepsiCo, Inc., a public company, a different structure than Keebler's parent.
Jobs at Ferrero
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